Abrams: Welcoming gay customers is good business

That hardly seems a revolutionary statement for a business owner to make. But in Mississippi that simple sentiment has become a rallying cry for small businesses.

Companies are going out of their way to make it clear they welcome all customers, including gay customers. That's just good business, and in light of recent Mississippi legislation, it's surprisingly necessary.

Several states and the White House proclaimed June as Lesbian, Gay, Bisexual and Transgender Pride Month because of New York's Stonewall riots for gay rights that took place 45 years ago this month.

So let's take a moment to understand the potential size of the huge gay market. The total annual buying power of gays in the U.S. is projected to be $830 billion, according to a November analysis from Witeck Communications.

EXCEEDS FLORIDA ECONOMY

That's larger than Florida's 2013 economic output, which ranks fourth behind California, Texas and New York, according to the federal Bureau of Economic Analysis.

Each year gay consumers buy more than everything created or sold in Florida: every home, hotel room, college education, mojito. Can you imagine turning your back on the buying power of Florida?

Witeck estimates the total gay adult population at 15 million to 16 million adults — more than the population of Illinois and 6 percent to 7 percent of the U.S. adult population.

So you might find it hard to believe that a state in 2014 would enact legislation enshrining prejudice against gay consumers.

In April, the Mississippi State Legislature passed and Gov. Phil Bryant signed a bill that civil- and gay-rights groups say will increase discrimination against gays and lesbians when it goes into effect in July.

RELIGIOUS FREEDOM

The new law, called the Mississippi Religious Freedom Restoration Act, bans the government from placing a burden on an individual's free exercise of his or her religion. While this sounds innocuous, gay-rights advocates say the law along with other similar laws in 18 states is designed to ensure that businesses in the state can openly discriminate against anyone in the LGBT community.

You see, it's already legal to openly discriminate against gays in Mississippi — and many other states. No federal laws prohibit discrimination against gays in housing or employment.

But that doesn't make discrimination right, and it certainly doesn't make gay bias good business.

Most of us take for granted that we must serve all customers. But that law goes back a mere 50 years.

In July 1964 President Lyndon Johnson signed the Civil Rights Act, which outlawed discrimination based on race, religion, sex or nationality at places that serve the general public. Before that, a business could openly state, "No blacks allowed" or "No Jews served."

BUSINESSES MAKE STATEMENT

But this law does not cover sexual orientation. And Mississippi's new law will allow individuals and businesses to sue the government if they believe a law thwarts their ability to practice their religion.

So all along, if a Mississippi wedding photographer didn't want to take photos of a gay wedding or a Mississippi baker didn't want to make a wedding cake for that couple — these are examples used to justify Mississippi's law — those business owners didn't have to.

But this is 2014 — not 1964 or 1814 — and businesses all over Mississippi responded by starting a movement to show that they welcome gay and lesbian customers.

"If you're buying, we're selling" stickers popped up on store windows all over the state and are starting to appear all over the country.

How can you make sure your small business is welcoming to gay customers? Here are a few steps:

• Clearly state you welcome all customers. Get the sticker at http://ifyourebuying.com or use similar language.

• Include photos of gay couples or gays in your marketing materials, website, brochures and ads.

• Train employees to use inclusive language and treat all customers with respect.

• Advertise in media with large gay readership.

Showing that you welcome gay customers and their money is just good business.

Rhonda Abrams is president of The Planning Shop and publisher of books for entrepreneurs. Among Twitter: @RhondaAbrams. Facebook: facebook.com/RhondaAbramsSmallBusiness.